If you’ve been with us for a long time you might remember our previous post about Mobile Business Apps, one of the key points about this was that the effective use of push notifications to keep your Mobile App at the forefront of your customer’s minds. Today we are going to tell you how you can increase engagement with Push Notifications.
The first part of the battle is to get users to download your app, the second part is keeping them engaged after the initial installation.
To do this you need to focus on two specific metrics: mobile app engagement and mobile app retention. Both of these working in conjunction together make for a successful app. Engagement refers to how active the users are in your app. Retention focuses on the percentage of users returning to your app. To do this you need to ensure your app keeps users engaged and keeps them coming back for more, you need to offer them value.
Push notifications are the messages that users are sent when outside of your app. The best way to think about them is a way for you to be at the forefront of your customer’s mind. They are attention-grabbing and informative messages that add value to the customer.
Google has coined the term “micro-moments”. It is in these moments that consumers expect brands to address their needs.
Used in conjunction with Push notifications these micro-moments are key to app engagement, with ‘Be Useful’ being the most important. “You’ve got to be relevant”, this means you’ve got to connect with people in real time and provide relevant information when they need it. The mobile experience is built in such a way that it is meant to be fast and frictionless, users want simplicity and you’ve only got a small window to achieve this.
If your messages are not useful, you will see a reduction in customer retention. “Only 9% of users stay with an app that does not satisfy their needs.”
Before sending out a message it is important to have a clear vision of what you want to achieve with them. By simply spamming and sending messages users can be turned off, and you will lose customers.
An Effective strategy for Notifications
To Send or not to Send? This question is ultimately down to the understanding you have of your audience. One of the features of your new app is the subscription filter. This feature is used to target just who is going to be receiving your message.
You want your customers to be receptive to your messages, this is key to using push notifications to increase engagement.
Now the customer has your app in their hand it’s important to provide them with rich, well thought out content which gives them value. The content you provide needs to be helpful, honest, clear and relevant. We can help when it comes to tailoring the message to your customer. Due to the design limitation imposed by push notifications, your message needs to motivate the user to take action.
These are messages that are defined by you and will go out at certain times throughout the day. These messages are particularly effective for people who are currently running offers. Brands using timed notifications effectively have response rates 4 to 7 times higher than those who do not.
Deep-linked messages are messages which will direct the user to somewhere within your app. The best way to think about these is a way to provide a seamless experience for the user. This method is particularly effective when you are trying to capture user data or achieve the desired action. These types of push notifications are effective for driving interaction within your app.
By developing a well thought out plan which takes into account these micro-moments as well as useful, engaging push notifications you will see your engagement level with customers rise significantly, no matter what kind of app you have.